An interview with Positively Africana by Aimee

My grandmother, Tate Bikuwe, was an entrepreneur and one of the most revered vendors at Virunga Market in Goma, Democratic Republic of Congo. From a young age, I was fortunate to be able to watch her lead and operate on a daily basis, and she taught me that Ubuntu means “I am because we are.” In January of 2002, Mt. Nyiragongo erupted and destroyed our homes. We moved to a refugee camp and Tate Bikuwe began to organize, create systems to distribute food, and build community structures. Her spirit, motivation, and determination helped to sustain us and her desire for me to bring that Ubuntu to communities all over the world became my mission.

My Congo roots have shaped my resilience and leadership approach. That experience taught me how to build and rebuild after losing everything, how to create systems with limited resources, how to organize people, and how to keep moving forward with a growth mindset. It’s a life skill I will never take for granted, and it has shaped how I operate today as I continue to evolve as a business owner. That strategic leadership is how I’ve progressed from dancer and instructor into a platform and systems builder, keeping the full Positively Africana by Aimee ecosystem running as we continue to scale nationally.

I believe I am guided to do this work that I consider to be a service to the world. I am committed to creating meaningful spaces, both locally and nationally, with impact that goes back to the Congo. Northampton is where we remain rooted as we continue to expand and grow. As a Northampton resident who is passionate about this city, I always envisioned having a stable base here, while continuing to evolve and increase our visibility.  I am excited that the national growth is picking up, and I look forward to what the future holds.

I genuinely love being on Level 2, and it’s been special to build Positively Africana by Aimee there. Level 2 has been a good fit as we grow and scale nationally, and I’m grateful for the location and the community connection. I also appreciate the mix of retailers and entrepreneurs here — it feels like a real community of small businesses. The customers are incredible, and the community support means a lot. The management is also incredibly supportive.

Northampton has truly championed me and what I’m offering. It’s a very specific niche and I have always felt comfortable and uplifted by the community. I also appreciate the connection I have to the five colleges, particularly as a Mt. Holyoke graduate. I was also invited to the Smith College Sustainable Fashion Fair panel/Q&A organized by Professor Elena X. Wang, where I participated as a panelist and shared my cultural perspective on handmade goods, craft traditions, and the preservation of culture.

I was proud to be one of the sponsors and organizers of Northampton Juneteenth, supporting the Youth Commission and their leadership. Using my platform to build the marketing campaign, connect with the community, and educate people about the event meant a lot to me. The celebration was moving and joyful, and having the community show up in support was inspiring.

For me, Juneteenth extends beyond the celebration—it happens at Positively Africana by Aimee on a daily basis. We are creating year-round spaces for our community to experience culture, connection, and celebration through our retail shop, African dance fitness, community events, and our Media by Aimee platform. Through the business, 25% of profits go directly to women entrepreneurs in the Congo, so the festival’s message of freedom and empowerment goes well beyond one day and connects back to the Congo. This work is personal; it’s part of the legacy I’m carrying forward.

I’m also so happy that it’s Pride Month, and I have an array of Pride-themed items—from art to handmade jewelry—in the retail shop to help people celebrate.
I am also excited about being nominated for the Business West 40 Under 40 and to attending the upcoming celebration. It’s such an honor to be a part of an esteemed local event.

I am looking forward to hosting Family Jazz events as we continue to expand our cultural experiences and offerings via the Media by Aimee platform, which is a new venture for Positively Africana by Aimee. I am eager to share cultural stories and bring art and music from featured artists in  the Congo. It’s important to me that I am consistently sourcing new objects for the shop, and I love sharing the backgrounds of each piece with my customers. I feel like it’s my cultural responsibility to tell stories and help people realize that we’re all connected. Even if people are unable to travel to the Congo, they can still understand what an artist or musician there is creating and have a chance to experience a meaningful bond.

I love to hike when it’s warm outside. I also enjoy taking my dog for long walks—it’s wonderful living so close to various trails. I am hoping to take a little break this summer and go to Toronto for a quick trip after Sidewalk Sales.

All in all, my work is truly my joy; it just makes me feel happy and fulfilled. I am in love with what we’re building through Positively Africana by Aimee, and I’m very excited to keep it moving forward. As the CEO,  I feel both the weight and the joy of keeping it going in the right direction and continuing to execute my vision.

Learn more about Positively Africana by Aimee by visiting the website: positivelyafricana.com